Gillie and Marc, global art-collector Shopify, two-tier demand pattern.
Gillie and Marc is an Australian art and collectibles brand selling on Shopify into Australia, the UK, the US and Europe. The engagement is current and covers two managed ad accounts, with Gillie and Marc's in-house team handling content production and gallery operations.
Gillie and Marc, global Shopify and paid media for an art and collectibles brand.
The storefront serves two groups of buyers. Retail buyers purchase at gift and lifestyle price points. Collectors buy at gallery shows and commission work privately, over consideration windows measured in months. Each tier has its own creative, its own paid-media stack and its own Klaviyo segmentation, on one storefront.
The Shopify build is multi-currency and multi-language, with market-specific creative, consent mode, Meta CAPI and Klaviyo segmentation across the four regions.
Photography runs through a locked brand-aesthetic pipeline: campaign-editorial shoots, studio, lifestyle and collector-tier work, then a social-cadence variant pipeline from the same material, so one identity carries across both tiers.
For the collector tier, Klaviyo flows are tuned to the longer consideration window, the private-collector segment is isolated from retail messaging, and there are dedicated flows for gallery shows and commission windows. Meta, Google and Pinterest are set to the same cycle.
Global art + collectibles brand, two demand engines, one Shopify.
Retail-AOV + collector-tier
Two distinct demand engines on one Shopify storefront, retail-AOV (gift-tier purchasers, lifestyle buyers) and collector-tier (serious art collectors, high-value commissions). Different audiences, different creative, different paid-media stack, different Klaviyo segmentation, all on one global Shopify.
AU + UK + US + EU markets
Global Shopify storefront serving AU + UK + US + EU markets. Multi-currency, multi-language, market-specific creative, market-specific consent-mode + Meta CAPI, market-specific Klaviyo segmentation. International ecom on a single global storefront.
Locked photography + edit pipeline
Locked brand-aesthetic photography + edit pipeline, campaign-editorial shoots, studio + lifestyle + collector-tier photography, social-cadence variant pipeline. Same brand identity across retail and collector tiers, distinct creative chassis adapted per audience. Photography direction →
Long-cycle collector-tier nurture
Considered-purchase + collector-tier nurture, Klaviyo flows tuned for collector consideration windows (months, not days), private-collector segment isolation, gallery-show + commission-window flows, Meta + Google + Pinterest tuned for the long collector consideration cycle.
Art + collectibles brands often serve two distinct buyer tiers.
Art + collectibles brands often serve two very different buyer tiers, gift-purchasers and lifestyle buyers at retail-AOV (the gift-tier and lifestyle band), and serious collectors at collector-tier (commissions, gallery-show purchases, private commissions). The buying psychology is fundamentally different at each tier.
The marketing job is to serve both tiers without confusing the brand identity. That means distinct creative chassis adapted per audience, distinct Klaviyo segmentation, distinct paid-media stacks, but a coherent brand-aesthetic identity across the storefront, the photography, the editorial cadence.
Gillie and Marc runs the two-engine pattern on global Shopify across AU + UK + US + EU markets, retail-AOV demand from broad consumer audiences, collector-tier demand from a much smaller, much higher-value collector audience. Two engines, one brand identity, one operating model.
Gillie and Marc, the art brand we scale.
What did 121 Group do for Gillie and Marc?
121 Group ran paid social, email marketing and Shopify for Gillie and Marc. The site runs on Shopify.
What industry is this consumer ecommerce case study in?
Gillie and Marc operates in consumer ecommerce. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach consumer ecommerce marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running an art, collectables, or two-tier brand?
Thirty-minute call. We'll look at your retail funnel, your collector/wholesale architecture, and your Shopify company-accounts integration.
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